三星物产时隔五年为旗下公寓品牌Raemian更换标语和视觉标识

Samsung C&T (028260) unveiled a new slogan and brand identity for its Raemian apartment line on the 31st, overhauling the system for the first time in five years to reflect shifting housing trends and lifestyles.
The construction arm of Samsung C&T said the revamp responds to a change in how buyers view housing, with attention moving beyond location, floor space and market price toward the time and experiences a home offers and personal taste. The company set its new brand direction as "From Height to Depth" and adopted "Deepen Your Life, RAEMIAN" as its official slogan. The aim is to focus on the essence of housing by adding depth to residents' daily lives and experiences, rather than simply building taller and larger spaces. Three core values were presented to deliver that: "Originality," which respects individual taste over uniform standards; "Dignity," meaning value that is felt the longer one stays rather than ostentatious display; and "Refinement," which strips away excess and raises the level of completion.
The new brand identity keeps the three vertical lines that symbolize Raemian while paring the design down to emphasize spatial feel and white space. The color scheme shifts from the existing green-and-gray combination to restrained black and white, giving visual form to a brand philosophy centered on essentials. The wordmark was produced in three versions — English, Korean and Chinese characters. Stroke weight was increased and letter spacing finely adjusted so that the mark delivers consistent visual stability across everything from complex exterior walls and entrance gates to mobile and digital platforms. The new identity will first be applied at Raemian Trini One in Banpo-dong, Seocho District, Seoul, and then rolled out to complexes as they are completed.
Samsung C&T aims to use the revamp as a starting point to upgrade its existing product lineup — including "Next Home" customized floor plans, "Nature Gallery" specialized landscaping and "Hestia" residential care services — and to expand beyond a housing brand into a "life culture brand."
"This revamp is a process of carrying forward the heritage Raemian has built over the past 26 years while setting new standards to lead the next 100 years in line with changing housing values," said Kim Myung-suk, executive vice president and head of the housing product marketing division at Samsung C&T. "We will continue to develop into a 'life culture brand' that makes each individual customer's life deeper and richer through differentiated products, services and technology."
Samsung C&T plans to release content introducing the revised brand philosophy and identity in stages through its official website and social media channels.